How ZoomInfo Helped Syncro Build a Go‑to‑Market Engine From Scratch
Syncro is a global IT management software company on a mission to unify IT and security operations into a single platform, giving managed service providers (MCPs) and corporate IT teams the tools to secure and manage their environments without the budget of a large enterprise. Syncro has a focused product in a competitive market, and when Carl Koussan-Price joined as Chief Marketing Officer, he found a go-to-market operation that was not keeping pace with the company's ambitions.
The entire motion was inbound. Google Ads were the primary growth lever. There were no outbound plays, no signal-based campaigns, and no data vendor. Worse, the marketing team could not even build a target audience on its own, every list required a trip to the operations team, a round of back-and-forth, and a CSV file passed between functions. "For a campaign to happen, it went through a series of gates, a series of checks and processes that just felt really over engineered," Koussan-Price says.
He knew what needed to change. What he needed was the right tool to make it happen.
ZoomInfo is as much a data company as it is a go-to-market company. And so it just made perfect sense to stick with ZoomInfo for that reason.
Carl Koussan-Price
Chief Marketing Officer, Syncro
A Market That Was Nearly Impossible to Find
Before Koussan-Price could launch a single outbound play, he had to solve a problem that had quietly stalled Syncro's growth for years: finding its own audience.
Syncro's primary market is managed service providers, but MSPs, as an industry, do not call themselves that. "Managed service providers don't call themselves managed service providers," Koussan-Price explains. "It's like this industry term that is used. And so it was very difficult to find that audience."
Without a data partner, Syncro had no reliable way to identify and reach MSPs at scale. The company was almost entirely dependent on Google Ads to capture demand from buyers who were already searching, a costly, narrow motion that left the vast majority of the market untouched. "We weren't doing any demand generation," Koussan-Price says. "We were very limited in how we went to market."
The internal constraints compounded the problem. Marketing had no independent access to data, no outbound infrastructure, and no signal-based plays. When Koussan-Price arrived and began talking about launching outbound motions, the reaction was skepticism. "Everyone just looked at me like I was insane," he says.
He needed to demonstrate a better way, quickly, and with a lean team.
Owning the Entire Campaign Lifecycle
Koussan-Price evaluated several platforms before committing to GTM Studio.
"ZoomInfo is as much a data company as it is a go-to-market platform," he says. "And so it just made perfect sense to stick with ZoomInfo for that reason."
With GTM Studio in place, the transformation was immediate. The MSP audience problem, the one that had seemed nearly unsolvable, had a direct answer. "What GTM Studio allows us to do is put a query in and it can go and inspect every single company's website that we're pulling into that file, and it will be able to run an analysis on that website and look for terms like 'IT service provider' or 'IT services' and pull it back and give it an answer, yes or no, is this an MSP?"
The platform also eliminated the internal bottlenecks that had slowed every previous campaign. "GTM Studio enables you to really speed up that entire process and scale it, where I don't need to have three, four, or five different people getting their hands all on a campaign, passing CSV files from one person to the next, and scrubbing data," Koussan-Price says. "None of that needs to exist anymore, which I find is incredible. It's a growth hack for a company."
Even the most junior members of the team adapted quickly. "The most junior people in my team, this has been the first job they've ever had, are using GTM Studio effortlessly and frictionlessly," he says. "Most notably, you can just speak to it in natural language, like I'm speaking to ChatGPT or speaking to Claude."
Three plays became the foundation of Syncro's new outbound engine. The first was the MSP identification campaign, finally possible at scale. The second was a closed-lost reengagement play, powered by Chorus integration, that pulled in conversation transcripts and summaries to personalize every outreach at the sentence level. "Every single sentence was so personalized to the customer, referencing conversations that had taken place," Koussan-Price says. "I wanted to share it on LinkedIn, and I realized I can't share any of this on LinkedIn. I would have to completely black out every single sentence." The third was a website visitor de-anonymization play using WebSiteID, targeting high-value pages like pricing, identifying the buying group, and routing them into outbound sequences automatically.
The Google Ads problem that had long frustrated Koussan-Price now had a direct counter. "Whatever your click-through rate is, 2%, 3%, 4%, and you're spending money on every single click and all of that traffic is coming to your website and they abandon your form or don't bother filling it in," he says. "Then what's beautiful is GTM Studio, through de-anonymizing that web traffic, we can still connect with that individual or that account. And that is a wonderful quick win and growth hack that you can deploy very, very quickly."
35 Campaigns, $400K in Pipeline, and a BDR Team That Lit Up Slack
The results arrived fast. Within a couple of months of deploying ZoomInfo GTM Studio, Syncro had launched 35 campaigns, more than the company had launched in the previous two years combined. "We've been using GTM Studio for a couple of months now, and within that time, we've launched 35 campaigns through the platform, consisting of expansion and new business, and generated around $400,000 of pipeline and around $150,000 of revenue," Koussan-Price says.
The website visitor play alone has generated over $100,000 in ARR. The closed-lost play has contributed another $100,000. The BDR team, which did not exist before Koussan-Price joined, has been a direct beneficiary. "Our BDRs have just been lighting up our Slack channels with all sorts of deals that they've been driving through GTM Studio sequences and plays that we've been launching."
The speed of experimentation has been equally significant. Because campaigns now take roughly an hour to build end-to-end, Syncro has been able to test multiple angles on the same play in rapid succession, different personas, different verticals, lookalike analyses against the existing customer base. "Because it doesn't take us a long time to get a campaign out the door, we've been able to launch a series of different angles of the same theme of play very quickly," Koussan-Price says.
The team is no longer a bottleneck. It is the engine. "We are essentially owning our own destiny," he says.
The Autonomous Go-to-Market Engine
Koussan-Price's advice to other CMOs is direct: Stop sending generic messages to large lists, and start finding people at the right moment in their buying journey. "If there isn't a powerful reason why you're connecting with a person or with a company, then don't bother," he says. "It is important to be able to think more now about micro-segmentation, not mass bulk emailing."
For Syncro, that philosophy is now being built into the architecture of the go-to-market operation itself. The goal is a fully autonomous engine, one where always-on campaigns continuously pull in fresh data from GTM Studio, trigger outbound plays based on real-time signals, and run without requiring a team to manually manage each one.
"Our goal is to create a fully autonomous go-to-market engine. We want to productize go-to-market. We want to build the systems and the workflows so it runs itself, and the marketing team is tweaking it and testing out new angles," Koussan-Price says. "The days of burning out your team because you're launching too much don't necessarily need to exist when you can just build the campaign and let it start running itself and feeding itself with new data all the time. There's nothing really limiting us anymore."
The destination, as he sees it, is 100-plus always-on campaigns running simultaneously, each one listening for signals, identifying the right buyers, and engaging them with the right message at the right moment. Without ZoomInfo GTM Studio, he says, that vision would require a fundamentally different approach. "Without GTM Studio, we would have to rethink our headcount and hire many more marketers to be able to keep up with the amount of productivity, campaigns, and scaling. It would need to be a manual lift again."
It does not need to be.
